Coinciding with the start of the avocado harvest in the Valencian Community, consumers now have access to this product under the new Aguacates CV brand. Supermercados Masymas is selling its first batches of avocados with this seal, marketed through the operators Alcoaxarquía and Anecoop.
This quality brand, promoted by the Association of Avocado Producers (ASOPROA), an organization linked to the Valencian Agricultural Producers' Association (AVA-ASAJA), is intended to allow local producers to achieve greater profitability while guaranteeing consumers the highest standards of freshness, food safety, and environmental sustainability compared to imports from third countries.
The marketing of Aguacates CV is starting with the Hass variety, the most common worldwide. Later, when the ripening period is over, around March, it will be the turn of the Lamb Hass variety, which accounts for more than 60% of the Valencian production. ASOPROA estimates that this season's production will be similar to or even slightly greater than last year's, which amounted to 21,000 tons, thanks to the new plantations coming into production. As far as prices at source are concerned, the organization hopes that the Aguacates CV brand will help boost consumption and demand.
The President of ASOPROA, Celestino Recatalá, says that "the brand will allow consumers to distinguish our product at a glance. All fruit with the Aguacates CV seal is guaranteed to have been grown with the most respectful production parameters and to have gone from tree to shelf in just 48 hours. Consuming locally-grown products is also a way of helping in the social and economic recovery of the agricultural sector. Hopefully, Aguacates CV will continue to grow in the market and boost our competitiveness in the long term."
Precisely in order to analyze the growth of the avocado sector and the Aguacates CV brand, ASOPROA and AVA-ASAJA will bring together researchers, experts, producers, and marketers on January 23 at the CaixaForum in Valencia in the framework of the 3rd International Avocado Growing Conference.
For more information:
AVA-ASAJA
[email protected]
www.avaasaja.org